A strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
As the dust settles on the abandoned European Super League revolt, Tom Dougherty, MD at Unrvld, a new digital agency launching today, predicts this won’t be the last time we see major sports brands attempt to go OTT.
Describing itself as a “conscience-led organisation”, Adidas wants to use its position in football culture to help Common Goal achieve “meaningful action”.
Despite getting off to a bumpy start thanks to a riot in Dublin, Green Flag’s £4m push to become the debut sponsor of the England football team paid off in brand awareness during Euro 96 and beyond.
Analysts argue brands will have to be careful about where they place their products, as governing bodies and tournament holders may have to “bow down” to influential athletes who want to set a good example to the future generation.
Both the Olympics and Euro 2020 tournament will see significant changes to the way we watch sport, with broadcasters poised to introduce new tech to create immersive fan experiences.
With twin campaigns running to tackle online hate, BT marketing boss Peter Jeavons explains how abuse directed at BT Sport staff brought home the enormity of the situation.
On a mission to become a global household name, William Hill is betting big on its brand with a new campaign and updated identity focused on the social side of gambling.
Determined to amplify the voices of female athletes ahead of the Tokyo Games, yoghurt and desserts brand Müller sees the return of sport as central to creating a sense of “exciting normality” post-Covid.
The postponement of the Tokyo Olympics and Euro 2020 tournament may have given sponsors time to rethink and restrategise, but a year on they want sports fans to start believing the hype.
Featuring a revamp for those celebrated Three Lions, the FA’s England Football brand includes a digital hub aimed at promoting inclusivity and connecting the grassroots and elite game.
The collapse of the breakaway European league was a failure to understand the needs and wants of a market.
The collective silence of sponsors during the European Super League fiasco spoke volumes, but brands should still be looking at ways to rebuild trust and engagement for fans of the beautiful game.
The proposed league format takes many of its pointers from the hugely successful US sports model, but can it win over local fans and brands, or is the reputational risk too high?
In the context of Covid and the wider change happening in the world over the past 12 months, Adidas’s head of global marketing believes the ‘Impossible Is Nothing’ message is even more critical as it shares untold stories of sports culture.